Mims returns to Glee with an exciting new chapter
After several years away from the show, Mims made a highly successful return to Glee, arriving with a renewed sense of purpose, a sharpened portfolio and a standout concept that captured buyer attention from the moment the doors opened.
The family‑run stoneware specialist used this year’s show to spotlight its crowd-pleasing Icons – a curated selection of eight designs representing the very best of Mims’ craftsmanship, commercial strength and retailer trust.
A focused, retailer‑led launch
Rather than asking buyers to navigate hundreds of options, the Icons concept distils the Mims range into the designs that have consistently delivered year after year. Each Icon has been chosen for a defining strength – unbeatable value, distinctive design, artisan detail or a proven track record of repeat sales. Together, they form a dependable family of eight lines capable of anchoring a pot department and giving retailers confidence from day one.
The full line‑up revealed on day one of the show – Bella, Blossom Cone, Blossom Cylinder, Hasra, Himalaya, Old Stone, Ring and Westcott – blends fast‑moving, high‑volume lines with distinctive hero pieces. From the handcrafted slate‑chipped finish of Westcott to the layered, weathered look of Old Stone, the Icons offer a balanced spread of volume, value and visual impact. The beauty of the approach is that it is rooted in retailer success, guaranteeing longevity, repeat ordering, strong consumer appeal and dependable sell‑through.
Strong buyer interest and a confident return
Across all three days of Glee, Mims reported exceptional buyer engagement, with visitors praising the clarity of the Icons grouping and its usefulness as a starting point for both new and established stockists.
Managing Director Mimi Milne summed up the appeal: “Our Icons are an ideal and trusted starting point for buyers – particularly for new stockists who haven’t tried Mims before. Even if you just stock the high‑volume Icons, you can’t fail. Meanwhile, for those seeking something more distinctive, we have Old Stone or Westcott. Either way, we guarantee customer success.”
The Icons launch also strengthened Mims’ reputation for responsible selling. “Sometimes new customers get excited when they come on the stand and want everything,” Mimi explained: “But our sales team assess space, location and potential; then recommend the right mix. As a company, we innovate, we operate with integrity and we look after the money customers give us. Our Icons concept reflects that ethos – these are the designs that retailers trust and that we know are proven performers.”
For Mims, the return to Glee wasn’t simply about re‑establishing presence, it was about coming back with something to say, and buyers responded accordingly.
A portfolio with real pulling power
While Icons took centre stage, buyers also showed strong interest in the wider Mims and Errington Reay portfolio. The new range of water features, introduced earlier this year, drew particular attention, with retailers recognising the opportunity to expand outdoor décor and create high‑impact seasonal displays.
The breadth of the offer – from bestselling core lines to distinctive statement pieces – reinforced Mims’ position as one of the UK’s leading suppliers of premium outdoor pottery, with showstopping pieces sourced from specialist producers around the world.
Creating a platform for long‑term retail success
With new catalogue imagery now available and social media aligned to the Icons campaign, Mims is already looking beyond Glee. The long‑term ambition is for Icon status to become something earned; a mark of enduring success that evolves with retailer demand.
After almost 40 years at the heart of garden retail, Mims’ return to Glee this year marks the beginning of an exciting new chapter for the business. With a refined portfolio, a retailer‑led Icons concept and growing interest across its full range Mims leaves the NEC with momentum, renewed visibility and eight very good reasons for retailers to keep listening.
Find out more
For more information, email sales@mimspottery.com, call 0141 336 4970 or visit www.mimspottery.com.